Research On Marketing Strategy Of Private Banking Business Of Bank A,Ningxia Branch

In recent years,with the sustained and rapid growth of Chinese economy and the accumulation of residents’ personal wealth,the domestic private banking business has developed quickly and achieved impressive results.At present,the domestic banking industry is overall facing the transformation and development.Private banking business has become the strategic business of domestic commercial banks to cope with the market transformation with the advantages of light assets,potential growth,stable returns and lower risk.As a result,private banking business has received increasing attention nowadays.Bank A is one of the state-owned domestic commercial banks of those who first launched the private banking business in China.In recent years,Bank A has been actively involved in the market competition and gradually accelerated the development of private banking business.Its private banking business has achieved good performance.This paper takes the private banking business of Ningxia branch of Bank A as the research object.Based on marketing theory,The author mainly used the literature research method,the qualitative analysis method and the field investigation method to analyze the current situation,the existing problems and the marketing environment of private banking business of Ningxia branch of Bank A.Based on these researches,the author proposed improved strategies from customer segmentation,market positioning,products,prices,place,promotions and other aspects.